Creative Creative Works Coors

Coors’s freezer tragedies celebrate color-changing label


By Amy Houston | Senior Reporter

June 2, 2023 | 3 min read

The beer brand’s mountain logo turns blue when bottles are right temperature to be enjoyed.

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Coors billboard campaign / Alma

A new print campaign from American beer brand Coors Light taps into that disappointing moment when you leave your drink in the freezer for too long and the bottle explodes.

The creative depicts the icy mess that can result from not having the benefit of its color-changing label, artfully captured by photographer Ale Burset through creative agency Alma.

Running in The New York Times and San Francisco Chronical, the ad campaign will also be pushed through out-of-home (OOH) activations in Chicago, Miami, Pittsburgh and Reno.

Alvar Suñol, chief creative officer at Alma, said: “This campaign is a great example of classic advertising in its purest form: centered around one of the product’s most unique benefits and brought to life in an insightful and relatable way.

“We’re very proud to have crafted this concept alongside our client, grateful to have the art direction from the amazing and talented Dan Correa and Bruno Trad, and thrilled to have worked with the always sharp and talented eye of Ale Burset behind the camera.”

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Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

Creative Creative Works Coors

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